Pirani Replaced Zoom With Contrast and Generated 10x More Leads
by María Elisa Rojas, Head of Marketing at Pirani, as told to Contrast
After switching to Contrast, Pirani increased their average webinar attendance rate by 67%. At their flagship annual event, the Pirani Summit, attendees who expressed interest in the product and opted in for a follow-up conversation went from 19 to 190 in a single year. Their first Summit on Contrast drove 10x more leads. And because every attendee interaction synced automatically to HubSpot, the commercial team could follow up fast and convert more of those leads into real conversations.
That is the full funnel impact of switching from Zoom to Contrast.
María Elisa Rojas, Head of Marketing at Pirani, does not have fond memories of Zoom. "I'm going to try not to cry," she said when asked about it. "I hate everything about Zoom." That is not hyperbole. It is the honest reaction of a marketing leader who watched her webinar attendance decline event after event while Zoom blocked, frustrated and turned away the exact audience she was trying to reach.
Pirani is a Colombian SaaS company with presence across nearly every country in Latin America. They build risk management and audit software for banks and financial institutions. Their audience is spread across the continent and webinars are the primary way they stay connected to it. When the platform stops working, the entire community strategy stops working with it.
Results at a Glance
After switching from Zoom to Contrast, Pirani saw improvements across every stage of their webinar funnel.
| Metric | Result |
|---|---|
| Average attendance rate | Up 67%, from 30% to nearly 50% |
| Pirani Summit attendance | 55%, with over 1,000 attendees each day |
| Day two retention | Essentially flat, almost no drop off from day one |
| Leads generated at Pirani Summit | 190, up from 19 the previous year. 10x. |
| Data points synced to HubSpot | 50+ per attendee, automatically |
About Pirani
Pirani builds risk management and audit software for banks and financial institutions across Latin America. Founded in Colombia, they now have presence in almost every country in the region, serving compliance teams and risk managers at some of the most heavily regulated organisations on the continent.
Their audience is not easy to reach. Risk managers and CFOs at large financial institutions do not browse social media looking for new tools. They consume content on their own schedule, in formats that respect their time and their expertise. Webinars are Pirani's primary way of staying connected to that community across borders.
"The best way to stay connected with our community across all Latin America — we can't go in person in every country," María Elisa said. Running one to two webinars a month plus several large-scale events throughout the year, the program is not a supporting tactic. It is the backbone of Pirani's entire go-to-market strategy.
Why Pirani Left Zoom and Switched to Contrast
Zoom was already in place when María Elisa joined Pirani. It worked. But over time a pattern emerged that was impossible to ignore.
"The people that were connecting (to our webinars) was going lower and lower and lower. In every event, Zoom was blocked."
Pirani isn't the only team that made the switch. See how other B2B companies improved registrations, attendance and sales pipeline by moving to Contrast. Browse all case studies →
Pirani's audience works at banks and financial institutions across Latin America. That means tight corporate IT policies, strict security controls and, in many cases, a blanket restriction on downloading third-party software. Zoom requires a download. It requires account creation. For an attendee trying to join a webinar from a corporate device at a regulated financial institution, that is not a minor inconvenience. It is a reason to simply not show up.
Despite this, registration numbers were holding up. HubSpot handled registration so that part was frictionless. But the gap between who registered and who actually attended was growing with every event. People were signing up and then hitting a wall when it came time to join.
The team started evaluating alternatives. Pirani is active on G2, and Contrast was one of the highest-ranked webinar platforms on the site. They ran a small trial in January. "We fell in love and here we are," María Elisa said.
How Pirani Increased Webinar Attendance by 67% After Switching to Contrast
The most immediate difference was attendance. On Zoom, Pirani's average attendance rate sat at around 30%. On Contrast, it climbed to 47, 48, sometimes 50%. A 67% improvement in the share of registered attendees who actually showed up.
The reason is straightforward. Contrast runs entirely in the browser. No download, no account creation, no corporate IT restriction to trigger. For an audience of risk managers and compliance officers at financial institutions across Latin America, that single change removed the primary reason people were not showing up.
"We think the platform is one of the reasons that people get connected more easily and enjoy the experience," María Elisa said.
But attendance was only the beginning. Once people were actually in the room, something else changed too. They stayed. They participated. They engaged with the content in ways that Zoom had never made possible. And that engagement is what drove everything that came next.
How Contrast Helped Pirani Generate 10x More Leads at the Pirani Summit
Once a year, Pirani runs its flagship event. The Pirani Summit is a two-day virtual congress that brings together risk management professionals from across Latin America. It is their biggest lead generation moment of the year and the clearest test of what their webinar platform can actually do at scale.
In previous years on Zoom, the Summit averaged around 40% attendance. Better than their regular webinars because the event carries certification, giving attendees a professional incentive to show up. But still limited by the same barriers that plagued every other session.
This year on Contrast, over 1,000 people connected each day. Attendance crossed 55%. And something María Elisa had never seen before happened on day two. Normally the second day of a multi-day event sees a significant drop in attendance. This year the numbers held. The difference between day one and day two was around 60 people. Essentially flat.
But the number that stopped everyone in their tracks was the leads.
Pirani uses a mechanism during the Summit where speakers invite attendees to signal interest in learning more about the product. Last year, 19 people did. This year, 190 people did.
"Last year we only had 19 leads. This year there were 190," María Elisa said. "10x."
How Pirani Uses Contrast Polls and Q&A to Turn Passive Viewers Into Active Participants
Getting 190 leads from a single event does not happen by accident. Contrast made it happen by giving attendees reasons to stay, participate and ultimately opt in for a follow-up conversation.
María Elisa runs webinars for risk managers and compliance professionals across Latin America. It is a knowledgeable, demanding audience that has no patience for a session that feels like a one-way broadcast. The engagement features in Contrast changed the dynamic entirely.
"I love the polls," she said. "It makes people in different countries interact with the speech of the speaker. I can launch questions and they are interacting and watching how the poll results move across the different options on screen. That is amazing."
Contrast's Q&A works the same way. Rather than questions disappearing into a chat window, Pirani pulls them directly onto the screen while the speaker answers live. The whole audience can see the question and the response in real time. It turns a moment that would otherwise break the flow of a session into something the entire webinar is part of.
The result is a webinar that feels less like a presentation and more like a conversation. For an audience spread across a continent with no opportunity for in-person interaction, that distinction matters. A session that feels like a conversation is a session people stay in. And people who stay engaged are far more likely to opt in for a follow-up at the end. That is what took Pirani from 19 to 190.
How Contrast's HubSpot Integration Helped Pirani Convert More Leads
Getting 190 leads from a single event is only valuable if the commercial team can act on them quickly and with the right context. That is where Contrast's HubSpot integration completed the loop.
Contrast sends 50+ data points from every webinar directly into HubSpot. Pirani's commercial team receives segmented lists broken down by who registered, who attended and who engaged with polls and Q&A during the session. They are not working from a flat export of names and email addresses. They know exactly how each person interacted with the content before the first conversation even starts.
"The lists broken down by registered, attended, people interacting and engaging with polls and Q&A are very helpful," María Elisa said. "That is the way we share it with our commercial team to start new conversations with them."
For a company running webinars across Latin America with a community spread across dozens of countries, that context is the difference between a cold follow-up and a warm one. The full funnel impact of switching from Zoom to Contrast runs from the moment someone clicks to join all the way through to the sales conversation that follows.
67% more people in the room. 10x more leads from their biggest event. And a commercial team that can convert more of those leads because they know exactly who they are talking to before they reach out.
How Contrast Is Powering Pirani's Next Stage of Webinar Growth
Pirani came to Contrast running one or two webinars a month. In the second half of the year they are moving to monthly regional forums across Latin America and building out a recurring Risk Management School where attendees register once and stay enrolled for the full series.
That kind of expansion is only possible because the foundation is solid. Contrast removed the barriers keeping their audience out, gave attendees reasons to participate and gave the commercial team the context to convert. The same platform that unlocked 67% more attendance and 10x more leads is what Pirani is building their future growth on top of.
What started as a small trial in January is now the key channel in Pirani's go-to-market strategy across Latin America.
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Frequently Asked Questions
How can switching from Zoom to Contrast improve webinar attendance?
Zoom requires attendees to download software and create an account before joining. For audiences working at regulated organisations with strict IT policies, that alone is enough to stop them from showing up. Contrast runs entirely in the browser with no download required. Pirani saw their average attendance rate increase by 67% after making the switch, climbing from around 30% to nearly 50%.
How do webinar engagement features like polls and Q&A increase leads?
Attendees who feel part of a conversation are more likely to express interest in the product at the end of a session. Contrast's polls display live results on screen during the webinar, and Q&A answers appear on screen in real time for the whole audience to see. At the Pirani Summit, these features helped drive a 10x increase in leads in a single year, from 19 to 190. Every poll response and engagement signal syncs automatically to HubSpot, giving the commercial team the context to follow up fast and convert more of those leads.
What webinar platform works best for audiences with strict IT security policies?
Browser-based platforms that require no software download or account creation. This matters most for audiences in regulated industries like financial services, legal and healthcare, where corporate IT policies often block third-party software installs. Contrast is rated the easiest webinar platform to use on G2, and its browser-based experience means attendees can join from any device without IT approval.
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